Aussies love a good BBQ, and often the best ones are the spontaneous kind. To promote the Woolworths BBQ range, we developed a series of ideas designed to meet people in those moments, using location and context to make the brand feel relevant when the opportunity to fire up the barbie struck. From beaches and parks to bus stops and Spotify playlists, the work connected with people in real-world scenarios, positioning Woolworths as the easy, go-to option for a last-minute BBQ. My role was to help shape messaging that kept the ideas simple, clear and engaging, ensuring each execution landed quickly and encouraged people to act in the moment.